• by Fern Siegel , March 1, 2007

Much like it juggles its programming lineup, MTV Networks has a new organizational lineup for its ad sales division. In the new structure, the Viacom unit will realign its channels into three demo-specific groups. The goal is to leverage the strength of its multi-platform brands, yet capitalize on efficiencies.

The three divisions are digital advertising sales, the new MTVN brand solutions and MTVN generator units, which focus on client partnerships spanning MTVN's brands.

"With this new structure, our clients can expect next-generation marketing solutions and a more streamlined sales experience overall," said Hank Close, president, U.S. Advertising Sales, MTVN, in a statement. "Our greatest priorities are client service and innovation, and this new structure advances both."

Digital ad sales, headed by Nada Stirratt, executive vice president, is devoted to creating marketing solutions across MTVN's 44 Web sites, 10 broadband services and domestic digital properties. The MTVN brand solutions unit, led by Lisa McCarthy, executive vice president, will focus on creating cross-brand, cross-platform marketing deals for large clients heavily invested in multiple MTVN brands. Finally, the MTVN generator unit, led by Peter Griffin, executive vice president, will address new business opportunities, developing new marketing partners across the company's portfolio.

In the just-announced repositioning, clients will ideally have greater chances to develop partnerships across MTVN's brands, via focused clusters. They include: Kids and Family, which groups the ad sales arms of the Nickelodeon brands and Nick at Nite under Jim Perry, executive vice president; the MTV, The N, Logo and VH1 cluster, led by Sean Moran, executive vice president; and Entertainment, which rounds up Comedy Central, Spike TV, CMT and TV Land headed by Jeff Lucas, executive vice president.

Cluster leaders will report to Close, as well as to the presidents of the respective MTVN groups they serve: MTVN Kids & Family, MTVN Music and Logo Group, and MTVN Entertainment Group.